Industry Report - Beauty Brands

We have designed a quarterly dashboard for you to better understand the state of Influencer Marketing in the beauty industry. See how brands are using influencer marketing across Instagram, YouTube & TikTok. Get insights on average engagement rate, audience demographic statistics and top performing hashtags.

A representative sample of 1,000 beauty influencers working with brands on Instagram, YouTube and TikTok were analyzed for this study based on data collected between 18 May – 26 August. Our experts have analyzed sponsored influencer posts and identified collaborations with over 100 beauty brands giving insights into the state of influencer marketing in the beauty industry.

This report is powered by Upfluence.

Introduction to the Beauty industry

The beauty industry is in a period of fast growth, predicted to grow from $420B in 2018 to $716.3B by 2025. The US comes second in terms of cosmetic industry market share with 24%, against the Asia Pacific Region with 48%. In general, US shoppers still prefer to buy their cosmetics in-store at pharmacies or the likes of Walmart and Target. However, newer beauty brands are seeing high sales in eCommerce, with 86% of their sales happening online, versus only 4% of online sales for the top 20 beauty manufacturers. Beauty subscription services are also becoming popular, with 28% of male and 22% of female American consumers currently receiving a subscription box service. 

Number of Beauty influencers across platforms

The majority of beauty influencers are active on Instagram & YouTube.

Instagram + YouTube is the most common combination of platforms for beauty influencers. 

Each combination is calculated by the incidence in 1,000 influencers, and is not mutually exclusive.

Average number of followers by platform

Beauty influencers on TikTok have the highest number of followers on average, followed by Instagram, then YouTube. 

Average number of followers by country

Average number of beauty influencer followers on Instagram across countries 

Average number of beauty influencer followers on YouTube across countries 

Average number of beauty influencer followers on TikTok across countries 

Average engagement rate across platforms

Beauty influencers on TikTok have a significantly higher engagement rate on average, compared to Instagram and YouTube.   

Average engagement rate across countries

Average engagement rate on Instagram by country

Average engagement rate on YouTube by country

Average engagement rate on TikTok by country

Instagram audience

Top 5 countries  

Gender split 

Age break-down

Instagram engagements

Average engagement rate by influencer type. Beauty micro-influencers report the highest engagement rates. 

Micro: > 15K  Regular: 15K – 50K  Rising: 50K – 100K  Mid-size: 100K – 500K  Macro: 500K – 1M  Mega: < 1M 

Average engagement rate based on gender. 

Average engagement rate based on age. 

Instagram engagements by country

Average engagement rate by influencer type in the US.

Micro: > 15K  Regular: 15K – 50K  Rising: 50K – 100K  Mid-size: 100K – 500K  Macro: 500K – 1M  Mega: < 1M 

Average engagement rate by influencer type in France.

Micro: > 15K  Regular: 15K – 50K  Rising: 50K – 100K  Mid-size: 100K – 500K  Macro: 500K – 1M  Mega: < 1M 

Average engagement rate by influencer gender.

Average engagement rate by influencer age.

YouTube views

Average number of views by influencer type 

Micro: > 15K  Regular: 15K – 50K  Rising: 50K – 100K  Mid-size: 100K – 500K  Macro: 500K – 1M  Mega: < 1M 

Average views by age range

Average views by gender

TikTok likes

Average number of likes by influencer type 

Micro: > 15K  Regular: 15K – 50K  Rising: 50K – 100K  Mid-size: 100K – 500K  Macro: 500K – 1M  Mega: < 1M 

Average likes by age range 

Average likes by number of posts

Average likes by gender

Top hashtags across platforms

Top 30 Instagram hashtags

Top 30 YouTube hashtags

Top 24 TikTok hashtags

Top keyword break-down Instagram

Top keyword break-down Youtube

Top keyword break-down TikTok

Some Top Performing Beauty Influencers for You

@thegabrielzamora

  • 7.29% engagement rate on YouTube 
  • 45k average views
  • 813k YouTube subscribers

@cakefacedali

  • 5% engagement rate on Instagram
  • 728 average likes
  • 15k Instagram followers

@autumotiv

  • 8.86% engagement rate on Instagram
  • 1.4k average likes
  • 63k YouTube subscribers

@keemachang

  • 26.35% engagement rate Instagram
  • 840 average likes
  • 3.3k Instagram followers

@pautips

  • 6.49% engagement rate on TikTok
  • 91k average likes 
  • 1.4M TikTok followers

@jamescharles

  • 12.02% engagement rate on TikTok 
  • 2.8M average likes
  • 24M TikTok followers

More content for Beauty brands

We publish content that will help you design influencer marketing strategies, run better campaigns and get inspiration from the best in the industry. Have a look at our recent posts or visit our blog for more!